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ALICE AUAA JAPANESE GOTH BOUTIQUE IN MARUI ONE: DECONSTRUCTED BDSM FETISH CLOTHING DESIGNER, TOKYO INTERIOR STORE DESIGN.


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On the fifth floor of Marui One Shinjuku – behind the sea of glorious Gothloli shoes – there is a discombobulating René Magritte dreamscape. Wait, what?

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Ceci n’est pas une pipe. This is not a Japanese avantgarde minimalist display.

Statue of woman wearing corset, auto-erotic asphyxiation, choking girl with scarf. Alice Auaa goth Japanese designer clothing, coolest boutique interior design in Tokyo Japan, bdsm fetish Gothic clothes from Alice Auaa store interior, Japanese minimalist experimental architecture, Shinjuku hip girls shopping center Marui One 0101, where to buy women's designer clothing in Japan

Believe it or not, it’s the Alice Auaa boutique. In the old Marui, the much-lauded designer’s deconstructed-Gothic designs were also concealed (here’s a photo for comparison) and guarded by tortured gargoyles. The new shop’s interior design amps up the surrealism: you weave between floating white doors until you meet a limb-less female. She sticks out her tongue in ecstasy as she is auto-erotically asphyxiated by an Alice Auaa scarf.

man wearing torture device on mouth, crazy headgear orthodontic device. Alice Auaa goth Japanese designer clothing, coolest boutique interior design in Tokyo Japan, bdsm fetish Gothic clothes from Alice Auaa store interior, Japanese minimalist experimental architecture, Shinjuku hip girls shopping center Marui One 0101, where to buy women's designer clothing in Japan

This fellow reminds me of my pre-teen years, when I wore headgear to straighten my buckteeth. Alice Auaa’s S&M and fetish-influenced accessories are strewn on a table held up by Thing. Whether or not you like her clothes, you’ve got to visit Alice Auaa’s surrealist store. It’s easy to miss so look hard!

Doraemon cat watermelon ice maker, blue Japanese kawaii cat character, Doraemon pen with cute kitty face, charaben cute cooking bento box decorated like smiling cat

Thanks for your sweet comments about my cute cooking video! I’m often asked where one can buy bento equipment and cute tableware. J-List has a wide selection; I quite fancy the Doraemon products (the gizmo on the right is an ice maker!). Summer the perfect time for Nihon ryori, isn’t it? I have a lot of Japanese cute cooking on the agenda… I’ll explain soon!

Song of the Day #142: Apoptygma Berzerk – Love Never Dies (The song samples CARMINA BURANA. O Fortuna!)

SHARE & COMMENT

  • That food picture reminds me of mr frosty! Haha, I remember when everyone was obsessed with it, I never had one *tear*

    The shop looks amazing, especially the first mannequin/erotic gargoyle.

  • That food picture reminds me of mr frosty! Haha, I remember when everyone was obsessed with it, I never had one *tear*

    The shop looks amazing, especially the first mannequin/erotic gargoyle.

  • trashtastika

    Hey! Those doors weren't there when I was there earlier this year. It makes it more interesting; I still prefer the other store though, which was much darker.

  • Hey! Those doors weren’t there when I was there earlier this year. It makes it more interesting; I still prefer the other store though, which was much darker.

    • I walked RIGHT by these doors on my first visit to the new Marui! It’s really easy if you aren’t looking closely. I wonder if the store was added later; when were you last in Tokyo?

  • Ia

    Firstly, that shop looks great! I'd love to weave through it. <3

    And next, I do apologise, I can be nitpicky… However, the hand is 'Thing', 'Cousin It' was covered in fur! lol I loved those films as a kid, and Morticia has been an idol of mine (and should definately be considered a gothic lolita's ideal, not in fashion, but in attitude).

  • Ia

    Firstly, that shop looks great! I’d love to weave through it. <3

    And next, I do apologise, I can be nitpicky… However, the hand is 'Thing', 'Cousin It' was covered in fur! lol I loved those films as a kid, and Morticia has been an idol of mine (and should definately be considered a gothic lolita's ideal, not in fashion, but in attitude).

    • Hahaha oh goodness, you’re absolutely right. Mental slip-up. Edited! :)

  • Hahaha oh goodness, you're absolutely right. Mental slip-up. Edited! :)

  • I walked RIGHT by these doors on my first visit to the new Marui! It's really easy if you aren't looking closely. I wonder if the store was added later; when were you last in Tokyo?

  • I went there too a couple years ago!
    I loved this store! the clothing was really amazing. When you entered, the interior made you want to whisper. The entrance had no sign on it too!

  • All stores should be like that – an Experience. A surprise to the senses. I often visit stores for the design, rather than the clothes!

  • I went there too a couple years ago!
    I loved this store! the clothing was really amazing. When you entered, the interior made you want to whisper. The entrance had no sign on it too!

    • All stores should be like that – an Experience. A surprise to the senses. I often visit stores for the design, rather than the clothes!

  • Shichi

    I like going in this store but I've never bought anything in there!

  • Shichi

    I like going in this store but I’ve never bought anything in there!

  • That store looks really amazing! It's erotic in a sort of slow, quiet way (but somewhere far in the background it looks like its screaming).

  • That store looks really amazing! It’s erotic in a sort of slow, quiet way (but somewhere far in the background it looks like its screaming).

    • You’ve got to check it out the next time you’re in Tokyo!!

  • You've got to check it out the next time you're in Tokyo!!

  • That store looks really amazing! It's erotic in a sort of slow, quiet way (but somewhere far in the background it looks like its screaming).

  • You've got to check it out the next time you're in Tokyo!!